天貓總裁劉博:618剔除退款後GMV按年增長10%
內媒報道,阿里巴巴(09988.HK)副總裁、天貓總裁劉博指,今年618,公司真實的銷售額,即剔除退款後的GMV按年增長10%,且平台購買用戶數實現雙位數增長。而電商行業普遍採用下單GMV或支付GMV,較少披露剔除退款後的GMV情況。
報道指,淘寶天貓今年的最重要指標變成了剔除退款後的商家真實成交,而非一般GMV。由於淘寶天貓過往的促銷均提供「湊單滿減」優惠,很多人會湊滿優惠金額後再退貨,推高GMV,但商家面對大量退貨情況。此次調整,反映集團試圖改善消費體驗和商家體驗,消費者可更直接獲得折扣,而商家可實際賣掉更多商品。
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